What Emotions Does Your Website Evoke?Posted by sabrina
This is a guest post by Kim Willington
Good design is almost more important than good content. After all, you usually only have a few seconds to convince your readers to stay on your site and learn more, and your content may not be enough to grab them in such a short amount of time. Your design is usually what draws readers in initially, even if your content is what convinces them to stay and to come back.
Every element of your design — from the colors to the fonts to the graphics — evokes emotions from your visitors that help to shape their perceptions of your brand. It is important to understand the subtle cues your design elements may be sending so that you can better control how your brand is being perceived.
Here’s what you need to know about how important elements of your design can evoke emotions in your visitors, so that you can manipulate them to inspire the response that you want:
The colors you choose for your website have a powerful influence on the emotions your visitors have toward your site. Colors like black, blue and grey convey a sense of authority, practicality, and power, making your visitors feel reassured and trusting. Colors like yellow and orange convey a sense of fun and excitement, making your visitors feel upbeat and happy. Greens and some blues have a calming and relaxing effect.
What kind of associations do you want visitors to make with your site? If you are in the financial industry, for example, you would probably want colors that convey authority and practicality rather than those that conveyed playful excitement.
Besides color, the fonts you choose have some of the greatest impact on the feeling that your site conveys. A font like Lobster can convey a sense of fun and playfulness, which may also convey a lack of professionalism or authority. Fonts like Petit Formal Script and Edwardian are overly formal and may make your site seem stuffy or high-brow.
Unless you are trying to create a very specific aesthetic around your brand, it’s best to stick with simple, authoritative fonts such as Arial, Helvetica and Times New Roman. Plus, you’ll know that your website is displaying consistently for all visitors, regardless of what fonts they have available on their computers.
Photos are powerful visual elements for any website Your visitors can tell at a glance what kinds of products you sell or promote and what they can expect in terms of service from your company. Photos that are in focus and well-edited can make your company seem more professional and authoritative. Photos that are blurry, unbalanced, over or underexposed, or poor quality in some other way make your customers feel that you are sloppy, unprofessional, lazy or worse.
Make sure that you not only have plenty of photos on your site but also that they are clear and professional looking so that your brand appears authoritative and competent. Hire a professional to take and edit your photos if you must. The impact they can have on your long-term success is too important.
What emotions does your website evoke? Tell us how that complements your overall marketing strategy in the comments!
Kim Willington is a freelance writer and researcher for Helpdesksoftware.org, where she has recently been researching service desk software. In her spare time, she enjoys antiquing and taking long walks with her retriever, Spencer.